3news.co.nz report that this Chainsaw advert cuts a little too deep for some - people have been complaining that it's "insensitive and offensive."

It is humour of the blackest kind, but a conservative media standards watchdog says the ad, for chainsaw manufacturer Stihl, has crossed a line.

"I was really horrified," says Adrian Cooper of Media Matters in NZ. "I thought, this is not good enough. It's simply not good enough, and it's not the New Zealand I know."

The ad prompted a flurry of complaints to the Broadcasting and Advertising Standards authorities.

"I think that any mature, responsible, thinking adults looking at that would find it offensive," says Mr Cooper.

Nobody said anything about it being very Stella Artois yet. Oops, my bad.

Agency: DDB New Zealand Production Company: Robbers Dog Films Director : Adam Stevens Toby Talbot : Creative Director James Tucker : Art Director Simon Vicars : Copywriter Judy Thompson : Agency Producer Mark Foster : Producer
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (2)

  • hoang thi kim's picture
    hoang thi kim (not verified)

    It took it my mind that it would be funny but its not as I thought.

    Apr 19, 2015

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